Mor­risons moves to back Bri­tish

Ormskirk Advertiser - - Advertiser Farming -

A MOVE by Mor­risons to fully sup­port Bri­tish live­stock farm­ers has been praised by the NFU.

The re­tailer’s CEO, David Potts, made the an­nounce­ment at The Great York­shire Show.

Mr Potts said that Mor­risons will no longer stock lamb im­ported from New Zealand and Aus­tralia and will in­stead move to 100% Bri­tish in its own-la­bel brand “Mar­ket Deals”.

Re­act­ing to the an­nounce­ment, NFU deputy pres­i­dent Minette Bat­ters said: “We are ex­tremely pleased that Mor­risons has cho­sen to fully back Bri­tish sheep pro­duc­ers.

“Mor­risons has tra­di­tion­ally been a strong sup­porter of the Bri­tish live­stock in­dus­try and much of its mes­sag­ing to shop­pers is cen­tred on stock­ing 100% Bri­tish Red Trac­tor as­sured fresh meat.

“This move will make it eas­ier for shop­pers who want to buy Bri­tish lamb in store but have pre­vi­ously been con­fused by the ‘Mar­ket Deals’ la­bels.”

NFU live­stock board chair­man Charles Ser­combe said: “This high­pro­file com­mit­ment by Mor­risons to source 100% Bri­tish lamb across all its lines pro­vides a wel­come boost for the UK sheep sec­tor at a time when our fu­ture trad­ing re­la­tion­ships are un­cer­tain.

“It is vi­tally im­por­tant that we see strong sup­port from Bri­tish re­tail and con­sumers.”

A move by Mor­risons to fully sup­port Bri­tish live­stock farm­ers has won praise

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